The topic of couponing is currently more relevant than ever in Germany due to legislative changes that emerged partly in the summer of 2003. As the first wave of couponing demonstrated, many companies still face significant challenges in implementation due to misplanning and a lack of consideration for important factors. This thesis aims to support the systematization of the field, but also serves as a manual for legal evaluation, and particularly as a guideline for industry and trade. It is therefore equipped with numerous examples, tips, and ideas that also cover areas such as CRM, clearing, modern forms of coupons, and much more. These are substantiated by both theoretical foundations and practical implementation advice, including the treatment of various purchases.